Washington apple sales flourished in the aftermath of WWI. But like elsewhere across the nation, economic issues began to arise in the 1920’s. With the increasing costs of production and shipping to the eastern seaboard, advertising became necessary. Apple growers in other regions weren’t able to produce the high quality, well-colored Washington State apples. But for Washington State apples to be sold at a higher price, consumers needed to be convinced it was worth it.

In 1928, the Washington Boxed Apple Bureau formed to help promote Washington apples. Growers funded it voluntarily, and it helped the sales for a few years, but by then the Great Depression made incomes decline and the future uncertain.

As national apple production was increasing, Washington growers were facing what could have been a catastrophic blow. Washington State growers faced a worm blight that required costly sprays and then FDA tolerances made it impossible to do field packs—forcing the growers to utilize central packing, but the costs appeared staggering. Growers chose to work more closely to offset the costs.

In 1936, Washington apple growers then wisely elected a committee of growers, shippers, and businessmen to research marketing strategies. After interviewing hundreds of people and seeking expert advice they realized that advertising and dealer service were the biggest industry needs.

Apples sales in 1936 were stimulated with a 2-cent per box assessment. The price of Extra Fancy Delicious went from $1.10 per box to $1.50. This was enough incentive for industry leaders to agree to a permanent program.

Growers and shippers from the Yakima and Wenatchee regions met to lay the groundwork for Washington State Apples, Inc. If 85% of the state’s growers signed on, they would move forward. It would be financed with a 1-cent per box assessment. Growers quickly signed on and incorporation papers were filed in July 1936. The Washington State Apple Commission formed nine months later.

With an advertising budget of $150,000 and in-market service people in New York, Dallas, Chicago, and Los Angeles, Washington State Apples didn’t gain spectacular price increases, but at least they were gaining market share. Not wanting to lose this momentum with a voluntary program, industry leaders sought to make grower participation mandatory through the legislative process. By spring of 1937, Washington State Governor Clarence Martin signed into law, the Washington State Apple Advertising Commission—setting up an assessment of 1-cent per box. Even though it was an official state agency, the commission only spent grower money and worked only to benefit the apple growers. No public tax dollars were paid for the operations.

Advertising programs expanded with colored glossy photos adorning the magazine pages of Life, Good Housekeeping, subway posters in New York and Chicago. Even billboards across the nation glorified Washington State apples.

Since the early days, the Washington State Apple Commission has helped address industry issues with the Food and Drug Administration, and helped fund needed research on bruise reduction practices in the orchard, packinghouse, and in-transit. This ultimately led to more research on automation in packing lines and the use of mechanical packing equipment.

During record crop years, the Commission worked with shippers and contacted major food chains to promote apple sales. Using high intensity 90-day newspaper and radio advertising, the apple crop moved from storage to consumers and what could have been disastrous seasons, became profitable.

As the Washington State Apple Commission celebrated twenty years, the nation’s grocery outlets recognized the impact this viable group played in setting the promotional pace for many segments of the fresh produce industry. Washington State Apples were recognized for their value and their prestige. They had become respected among all fruits and vegetables.

By 1955, experiments with controlled atmosphere—holding apples in tightly sealed rooms with most of the oxygen removed—found that apple storage life could be greatly extended. Growers rapidly invested in this new technology.

The Washington State Apple trademark came in the spring of 1961. With warehouses packing and marketing their own brands, this would bring continuity. In the years to follow, the distinctive logo would be added to million of dollars in advertising across the nation and the world.

A record crop in 1980 generated $3,798,069 in grower assessments. Television and radio advertising, including Will Rogers, Jr. and Paul Harvey, were used extensively, as well as expanded field staff to promote apples.

In 2001, a Tennessee mushroom grower won a court action against mandatory fees in his industry. After this ruling, some lawyers began soliciting apple-industry clients regarding their mandatory assessments paid to the Washington Apple Commission. Rather than face hostile plaintiffs, the Apple Commission arranged for a few growers to take their claim to court, and they would pay the fees. The case was finally settled in 2003—against the Washington Apple Commission. And without annual grower assessment, which represented 90% of the commission’s budget, it downsized to handle only foreign trade programs, industry organizations, and logo protection. This could be handled by the 3.5-cent assessment, which the growers agreed to. Since the legal action that essentially abolished the domestic marketing arm of the Washington Apple Commission, the focus has remained on funding export programs. Washington apples are exported to more than 60 countries worldwide.

With Washington apple crop production increasing, it is time to once again gather industry leaders, as was done in 1936, to evaluate the best, most efficient means to promote Washington State apples. With it’s proven record, the Washington Apple Commission could help the industry remain profitable for a new generation.